A man walks across a field© WestEnd61/REX/Shutterstock
Farmers have cultured an image over generations. “Stoic”, “hard-working”, “independent” and “trustworthy” are words often used to describe farmers.  That is why advertising agencies like to hijack our image to sell their products. The farmer has been used to sell everything from rugged 4×4 motor cars to online gambling. Advertisers are targeting the strong associations people have with the farmer’s image to endorse and enforce their product’s appeal. See also: More FWi articles about mental health issues Farming’s labels are […]